Mcom 341-13 Print Advertising


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Mcom 341-13 Print Advertising

  1. 1. Print Advertising<br />
  2. 2. Class Objectives<br />Explain the pros and cons of magazine advertising<br />Discuss the types of magazines & advertising<br />Describe how newspapersare categorized<br />Define the major types of newspaper advertising<br />Explain the pros and cons of newspaper advertising<br />Discuss print media rates <br />
  3. 3. Selecting Media<br />Media mix: the combination of media types that work together to most efficiently deliver an advertiser’s message.<br />Selecting the appropriate media mix <br />for an advertiser requires 2 key skills:<br />Understanding the unique characteristics of the media alternatives<br />Determining which media will most efficiently and effectively reach the campaign’s target market<br />
  4. 4. Common Media Metrics<br />Reach<br />Frequency<br />CPM (Cost per Thousand)<br />How many people the medium reaches in a certain period <br />of time<br />Average number of times people are exposed to medium in a period of time<br />The cost to reach a thousand people<br />
  5. 5. Print Media<br /><ul><li>Magazines
  6. 6. Newspapers
  7. 7. Directories (e.g. Yellow Pages)
  8. 8. Brochures
  9. 9. Coupon packets
  10. 10. Mail
  11. 11. Posters</li></li></ul><li>Top US Magazines by Circulation<br /><br />MAGAZINES<br />
  12. 12. Magazine Advertising: Pros<br />Flexibility: The wide array of choices in magazine formats and coverage can reach any audience.<br />Color reproduction: High quality printing brings readers a positive visual experience of brands in ads.<br />Shelf life: Readers often keep magazines at least a month, so ads may be seen many times to allow more complete communication of the ad message.<br />Prestige: Esteemed magazines, like Time or Charlotte Magazine, can add to the impact of ads within them.<br />Audience targeting: Specialized magazines (Golf Digest) can pinpoint audiences effectively.<br />Pass-along readership: Several people might read one copy of a magazine.<br />American Baby cover: TIME cover: <br />
  13. 13. Magazine Advertising: Cons<br />Long lead time: Deadlines often 2-3 months from publication, make calls to action difficult.<br />Cost inefficiency: Magazines have a high cost per reader and can be very costly if trying to reach a large audience. <br />Low frequency: Most magazines publish once per month at most.<br />Ad saturation: Many magazines have a higher percentage of advertising than editorial content.<br />Declining circulation: Fewer people are picking up magazines, making it harder for advertisers to reach large audiences with magazines.<br />Southern Living cover: TIME cover: <br />
  14. 14. Top Magazine Advertisers U.S.<br />
  15. 15. BleedPages<br />Covers<br />Inserts<br />Gatefolds<br />Magazines: Creative Possibilities<br />Magazine ad positions and sizes<br />
  16. 16. Magazine Categories: Content<br />Consumer<br />Farm<br />Business<br />Farm magazines c/o Business magazines c/o<br />
  17. 17. Magazine Categories: Reach<br />Local<br />Regional<br />National<br />Charleston magazine c/o ESPN magazine c/o<br />
  18. 18. Magazine Categories: Size<br />Large<br />Flat<br />Standard<br />Small, pocket,or digest<br />4 ½” x 6 ½” <br />6” x 8 1/2”<br />7” x 10”<br />9 3/8” x 12 1/8”<br />Cook’s Country c/o National Geographic c/o<br />
  19. 19. Buying Magazines: Understanding Circulation<br />Rate base = circulation figure rates are based on<br />Guaranteed circulation = minimum copies publisher expects to be read<br />Delivered circulation = total number of magazines delivered to distribution outlets<br />* Circulation is audited by 3rd party organization.<br />Guaranteedvs. Delivered<br />Primaryand SecondaryReadership<br />Primary readership = number of people who buy the publication via subscription or newsstands<br />Secondary readership = pass-along readership, an estimate of how many people read an average issue (market research)<br />
  20. 20. Buying Magazines: Understanding Circulation<br />Vertical vs.Horizontal<br />Subscriptionsand Vendor Sales<br />Advertising Age c/o Purchasing c/o Newsstand c/o<br />
  21. 21. Buying Magazines: Understanding Circulation<br />Paid andControlledCirculation<br />MerchandisingServices<br /><ul><li>Advance copies
  22. 22. Market research
  23. 23. Promotions
  24. 24. Etc.</li></ul>Audio Media c/o Food Network c/o<br />
  25. 25. Magazine Rates & Rate Cards<br />Calculating the CPM for Magazines <br />A magazine’s full-page rate is $10,000, <br />and the publication has a circulation of 500,000. <br /> Page rate <br />(Circulation  1000)<br /> $10,000 <br />(500,000  1000)<br />= CPM<br />= $20<br />
  26. 26. Factors Affecting Ad Rate<br />Discounts for frequency <br />or volume<br />Premiums for color, <br />bleeds, covers or special market editions<br />Magazine Rates & Rate Cards<br />
  27. 27. AARP Magazine Rates<br /><br />Reader’s Digest Magazine Rates<br /><br />Examples of Magazine Rate Cards<br />
  28. 28. Rating Exercise<br />
  29. 29. NEWSPAPERS<br />Top US Newspapers by Circulation<br /><br />
  30. 30. Newspaper Advertising: Pros<br />Mass, local medium: Newspapers reach a mass audience, often within a single market.<br />Credibility: Newspaper ads rank high among consumers in believability studies.<br />Timeliness: Deadlines are generally just a few days out, and news is read in one day.<br />Geographic targeting: Most newspapers offer zoned editions that target neighborhoods or small geographic regions.<br />Creative flexibility: An ad’s physical size and shape can vary to meet the advertiser’s need.<br />Reasonable cost: Lower CPM’s than magazines and other media.<br />Charlotte Observer c/o:<br />
  31. 31. Newspaper Advertising: Cons<br />Short life span: Most newspapers are kept one day to one week.<br />Audience targeting: Newspapers reach broad, diverse groups of people.<br />Production quality: Newsprint produces a less impressive image than magazines and other print media.<br />Clutter: Several ads can be featured on a page with editorial content.<br />Declining circulation: Much readership has gone online.<br />Control over ad placement: Newspapers often don’t guarantee specific placement.<br />Photo c/o<br />
  32. 32. Top U.S. Newspaper Advertisers<br />
  33. 33. Newspaper Categories: Frequency, Size<br />Daily<br />Weekly<br />Standard Size<br />Tabloid Size<br />Column inch: <br />Charlotte Weekly c/o<br />
  34. 34. Newspaper Categories: Audience<br />Ethnic<br />Business/ Financial<br />Professions/ Groups<br />
  35. 35. Newspapers: Types of Ads<br />Display<br />Classified<br />Public Notices<br />Preprinted Inserts<br />Retail Ads<br />Classified Displays<br />Obituaries<br />Grocery<br />Weddings<br />Catalogs<br />Co-op Ads<br />Real Estate<br />Coupons<br />Legal Notices<br />Advertorials<br />Automotive<br />Sales fliers<br />Employment<br />
  36. 36. Factors Affecting Ad Rate<br />Local, National Rates<br />Discounts for Frequency <br />or Volume<br />Open Rate, Contract & Short Rates<br />Color Rates<br />Newspaper Rates & Rate Cards<br />ROP Rates<br />Premium Positioning<br />Co-Op Rates<br />
  37. 37. Newspaper Orders<br />One column wide x one inch tall, the unit of measure for newspaper ads<br />Column Inch<br />Insertion Order<br />Advertiser or agency sends confirmation of ad placement<br />When newspaper creates ad, advertiser opportunity to check it for accuracy<br />Proof<br />Tearsheets<br />Physical proof of ad publication<br />
  38. 38. Rating Exercise<br />